Manager, Digital Content

At NorthBay Health, the Digital Content Manager leads the development, optimization, and governance of content across web, intranet, email, and digital channels to support brand strategy, patient engagement, and business goals. This role combines editorial leadership with strategic thinking, balancing audience-centered storytelling, machine-readable content design, and emerging technology insights. The Content Manager plays a critical role in structuring content for SEO and for generative AI, ensuring accessibility and readability, and developing strategies for multimedia and digital asset management. Reporting to the AVP of Digital Strategy, this role collaborates across clinical, operational, and marketing teams. In addition to collaborating broadly across Marketing and Communications, the role will work cross functionally within the organization and especially closely with the Digital Strategy Manager to realize technical and analytical objectives.

• Lead execution of the content strategy, creation, and editorial governance for digital channels including NorthBayHealth.org, intranet platforms, email campaigns, chat interfaces, and social media.
• Plan and manage a structured approach to business-critical content (e.g., physician bios, health services, locations), balancing narrative and data-driven elements.
• Define content models, taxonomies, metadata, and workflows in alignment with CMS capabilities and broader digital platform architecture.
• Develop and enforce content guidelines that align with brand, SEO, accessibility, readability, and regulatory standards.
• Evaluate and integrate generative AI tools into content workflows; assess appropriate use cases for efficiency and quality.
• Ensure machine-facing readability of content to support search engine discoverability and generative AI platform readiness.
• Monitor emerging search trends, including AI-generated results, and assess their impact on traditional website traffic; redefine success metrics accordingly.
• Lead efforts to assess, define, and manage NorthBay’s digital asset strategy, including evaluating potential Digital Asset Management (DAM) systems.
• Strategize video and multimedia content use, from backend tagging and control to frontend display and cross-channel promotion (e.g., YouTube).
• Analyze content performance using SEO platforms (e.g., Conductor, Sitebulb), Google Analytics, and internal dashboards to guide iterative improvement.
• Collaborate on site architecture, navigation, and search experience improvements based on user behavior and business needs.

Education: Bachelor’s degree in Marketing, Communications, Business, or a related field. Master’s degree preferred.

Licensure/Certification: None required, however GA4, CRM, accessibility, SEO and AI certifications or coursework are relevant to this role.

Experience: Minimum of 6 years of professional experience in digital content strategy, editorial management, or healthcare communications. Experience leading cross-functional content operations, especially within a healthcare system or another complex, multi-stakeholder environment is preferred.

Skills : Strategic content development and editorial leadership, especially in an enterprise organization with enterprise CMS and other digital solutions. Understanding of web accessibility and readability standards as well as adherence to OCR and HIPAA privacy standards. Familiarity with digital asset and multimedia asset management a plus. This role must be passionate about consumer experience and patient acquisition and continuously adapt to meet SEO, on-site engagment and other KPI’s. The role should bring a curiosity and ability to adapt to the fast-moving impacts of AI on content creation, management, measurement and performance. Strategic content development and editorial leadership. Content creation and structured content modeling. Digital asset and multimedia management. Web accessibility and readability compliance. SEO and analytics-based decision-making. Collaboration across clinical, operational, and IT teams.

Interpersonal Skills: Demonstrates the True North values. The True North values are a set of value-based behaviors that are to be consistently demonstrated and role modeled by all employees that work at NorthBay Health. The True North values principles consist of Nurture/Care, Own It, Respect Relationships, Build Trust and Hardwire Excellence. Collaborates closely with the colleagues on Marketing, Communications and Digital leadership and colleagues, IT, Clinical, Patient Access and other stakeholders as appropriate.

Hours of Work: 40 hours/week, flexible schedule between 7:30 am and 6 pm; occasional evening and weekends to attend NorthBay sponsored events such as health fairs, community events, focus groups, etc.

Compensation : $120k to $130k based on years of experience doing the duties of the role. Bonus eligible.